Executive Summary

Many internet users in France think digital advertising is intrusive and irrelevant to their interests. Ad block usage has grown steadily in recent years, as millions of individuals use those tools to reassert some control over their online experience. This report presents eMarketer’s latest forecast and statistics for ad blocking in France.

How many people in France are using ad blockers?

France registers relatively high rates of ad blocking, compared with the UK and the US. eMarketer estimates 15.4 million people in France will use an ad blocker at least once per month in 2018.

This report presents eMarketer’s latest forecast and statistics for ad blocking in France through 2019 and examines the key trends underlying the numbers, including the evolution of consumer attitudes.

Listen to this French-language audio report summary of eMarketer’s new report on ad blocking in France.

Ad blocking remains most common in the 18-to-24 age bracket. We estimate that 48.0% of web users in this cohort will block ads on one or more digital devices in 2018. Penetration will be lower, but still very significant, among those ages 25 to 34. Four in 10 of this group will block ads this year, and 42.5% will do so in 2019.

How many people use ad blockers on their mobile devices in France?

Most individuals in France who block ads do so on their PCs. In the past, blocking ads on mobile devices was less crucial, and more difficult. But that’s changing, as mobile users demand more say in what’s delivered to their smaller screens. In addition, several manufacturers and mobile operators now preinstall ad blocking technology. We estimate that 13.4 million people in France will block ads on their PCs this year. Just 3.0 million are expected to use ad blocking on their smartphones, but that number is rising quickly and is expected to reach 3.3 million in 2019.

WHAT’S IN THIS REPORT? This report showcases eMarketer’s latest estimates for ad blocking usage in France between 2015 and 2019. It also examines the key trends underlying the numbers, including the evolution of consumer attitudes and device usage.

Ad Blocking Users and Penetration in Germany, France and the UK, 2018 (millions and % of internet users)